This report presents analysis of market development, competitive strategies
and impacts on incumbent players. China's mobile online service users have
grown rapidly but most users still favor free online services; thus, OTT
service providers can only rely on ads revenue to pay for huge license fees,
CDN (Content Distribution Network) construction costs, as well as platform
maintenance and overhead expenses; facing a saturated market for mobile
services, TV has shed the light for conventional OTT service operators who
seek out for new threads of opportunity.

Meanwhile, the introduction of OTT service operators has triggered price wars
in the TV market and has eroded further the profitability of TV brands;
controlled by license holders, TV content alone is hard to create
differentiation and thus TV UI and app improvements are critical for OTT
service operators to increase revenue; lack of applications developed
specifically for smart TV experience will pose a significant challenge to
future smart TV development.

Table of Contents

List of Topics

Global smart OTT TV market and includes the development of Apple's iTV and
Google TV

Four strategies to create competitive advantage in the Smart OTT TV industry
that include a new vision, new partners, new convergence between smart TVs and
mobile devices, as well as optimal utilization of users' assets

Companies and organizations analyzed or mentioned in the report include: